COLUMBIA  UBRARIES  OFFSITE 

HEALTH  SCIENCES  STANDARD 


HX64081214 
RJ61  N48  Greater  New  York  bab 


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College  of  ^ibpsiicians^  ^nb  burgeons! 

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GREATER  NEW  YORK 
BABY  WEEK 


JUNE  20-26 
1914 


COURTESY     NEW     YORK     PRESS     CO. 


**THIS  IS  MY  WEEK" 


BETTER   BABIES 
BETTER  MOTHERS    BETTER  CITY 


IGNORANCE 


//- 


If  the  Infants  are  not  aware 
this  is  "Babies'  Week,"  it  is  be- 
cause     they     don't     read     the 

papers.  Brooklyn  EagLe. 


Digitized  by  the  Internet  Arciiive 

in  2010  with  funding  from 

Open  Knowledge  Commons 


http://www.archive.org/details/greaternewyorkbaOOnewy 


Courtesy  New  York  Times. 

Johanna  Wiggers,  Grand  Prize  Winner  in  Better  Baby  Contests. 


GREATER  NEW  YORK 
BABY  WEEK 


JUNE  20-26 
1914 


PURPOSE 

TO  REDUCE  THE  TOLL  OF  PREVENTABLE  INFANT  DEATHS 

BY  CALLING  CITY-WIDE  ATTENTION  TO  NEEDS  MET  AND 

NEEDS  NOT  MET  FOR  INFANT  WELFARE  IN 

GREATER  NEW  YORK 


COURTESY  NEW  YORK  TRIBUNE 


SLOGAN 

BETTER  BABIES  •   BETTER  MOTHERS 

BETTER  CITY 


PUBLISHED  BY  THE 

NEW  YORK  MILK  COMMITTEE 

105  EAST  TWENTY-SECOND  STREET 

NEW  YORK  CITY 


CONTENTS 

PAGE 

Foreword 3 

The  Lessons  of  Baby  Week 5 

First  Steps 7 

The  Week,  Day  by  Day 9 

How  the  News  was  Spread 17 

How  the  Newspapers  Helped 18 

How  the  Business  Men  Helped 22 

How  Private  Organizations  Helped 25 

How  the  City  Departments  Helped 26 

The  Cost 27 


FOREWORD 

Baby  saving  has  made  tremendous  strides  throughout  the  civilized 
world  in  the  last  decade.  In  the  United  States,  New  York  city,  as  the 
metropolis  of  the  country  and  its  most  complex  community,  has 
naturally  taken  a  conspicuous  part  in  this  work.  Since  well-organ- 
ized efforts  were  begun  here,  seven  years  ago,  a  cut  of  over  thirty  per 
cent,  has  been  made  in  the  infant  death  rate — a  striking  demonstra- 
tion of  what  can  be  done  by  a  systematic  campaign,  waged  winter  and 
summer,  for  clean,  safe  milk  and  educated  motherhood!  Today  this 
city  can  show  an  infant  death  rate  lower  than  that  of  any  of  the  ten 
largest  cities  of  the  country. 

In  this  field  New  York  has  not  only  taught  many  lessons  to  other 
communities,  but  has  in  turn  received  many  valuable  suggestions  from 
the  experience  of  other  cities  which  the  workers  of  this  city  gratefully 
acknowledge.  It  is  in  the  spirit  of  reciprocal  helpfulness,  therefore, 
that  we  publish  the  following  record  of  New  York  city's  latest  method 
of  promoting  infant  welfare.  An  attempt  has  been  made  in  this  re- 
port to  give  to  the  experience  here  an  application  as  general  as  possible. 

Despite  past  achievements  New  York  was  not  satisfied.  Its  in- 
fant death  rate  for  1913  was  101.9  per  thousand  births.  It  should  be 
reduced  much  lower.  To  do  this  it  was  believed  there  must  be  a  re- 
awakening of  public  interest.  The  attention  of  the  citizens,  particu- 
larly of  the  substantial  business  men,  must  be  called  more  point- 
edly to  the  work  being  done  and  to  the  many  needs  of  the  field  that 
had  not  as  yet  been  met.  With  this  purpose  in  view  there  was  or- 
ganized a  city-wide  advertising  campaign.  At  the  beginning  of  the 
summer,  New  York  held  a  Baby  Week.  An  account  of  how  the  week 
began  and  how  it  was  conducted  is  given  in  the  following  pages.  We 
believe  it  represents  better  than  anything  else  what  can  be  done  when 
public  and  private  agencies  join  hands  in  a  common  cause  for  the 
common  weal. 

New  York  Milk  Committee. 


THE  LESSONS  OF  BABY  WEEK 

If  a  Baby  Week  propaganda,  like  any  advertising  campaign,  is  to 
be  a  success,  its  purpose  must  be  clear,  direct  and  concrete.  The 
New  York  promoters  did  not  propose,  as  has  been  done  in  some  cities, 
to  make  this  a  direct  money-raising  campaign.  Their  purpose  was 
rather  the  driving  home  to  the  public  of  certain  definite  lessons,  be- 
lieving that  if  this  purpose  should  be  achieved  the  money  would  fol- 
low spontaneously.  These  Baby  Week  lessons  as  presented  in  New 
York  are  summarized  as  follows: 

1.  That  while  much  has  been  accomplished  in  the  work  of  saving 
baby  life  much  remains  to  be  done. 

2.  That  co-operation  among  infant  welfare  agencies,  public  and  pri- 
vate, is  absolutely  necessary  if  the  whole  field  is  to  be  covered.  In 
the  outlying  districts  of  the  city,  particularly,  local  interest  on 
the  part  of  citizens  in  the  Health  Department's  program  needs 
stimulation  and  co-ordination. 

3.  That  effective  infant  welfare  work  must  begin  with  educational 
work  among  expectant  mothers  carried  on  by  a  corps  of  nurses 
especially  qualified  to  give  prenatal  instruction  and  supervision. 
This  work  is  as  yet  in  its  infancy  and  should  become  generally 
adopted  by  public  and  private  agencies. 

4.  That  the  milk  station  is  a  practical  means  of  sa\dng  baby  lives, 

and  that  additional  milk  stations  are  needed  in  those  districts  of 
the  city  where  infant  mortality  has  not  as  yet  been  materially 
reduced. 

5.  That  the  next  logical  step  in  the  evolution  of  the  milk  station  is 

the  District  Health  Centre  in  which  the  welfare  of  the  infant  is 
promoted  by  meeting  the  health  needs  of  the  entire  family. 

6.  That  there  is  need  of  close  co-operation  between  hospitals  and 

other  infant  welfare  agencies.  It  was  shown  that  1000  additional 
hospital  beds  for  babies  are  needed  in  New  York  City. 

7.  That  the  work  of  the  day  nursery  shovdd  be  encouraged  and  ex- 

tended and  that  these  agencies  should  establish  night  shelters 
for  well  babies  while  their  mothers  are  sick. 

5 


6  THE  LESSONS  OF  BABY  WEEK 

8.  That  convalescent  homes  for  mothers  and  babies  should  be  open 
the  year  round. 

9.  That  a  clearing-house  for  wet  nurses  should  be  established  so  that 
mothers  with  milk  to  spare  may  be  able  to  come  to  the  rescue  of 
sick  babies  needing  maternal  mUk. 

10.  That  there  should  be  more  stringent  penalties  for  old  offenders 
who  violate  milk  laws. 

11.  That  there  is  need  throughout  the  city  of  a  broader 
conception  of  the  function  of  the  Health  Department. 
Mothers  should  be  made  to  understand  that  infant  welfare  work 
is  not  a  charity  but  a  measure  of  intelligent  self-interest  on  the 
part  of  the  city  at  large. 

12.  Finally,  that  organized  co-operation  between  public  and  private 
agencies  is  a  necessary  condition  if  wasteful  duplication  of  effort 
is  to  be  eliminated  and  efSicient  infant  welfare  work  done.  This 
principle  had  already  been  embodied  here  in  the  federation  known 
as  The  Babies' Welfare  Association,  and  the  success  of  co-operative 
effort  in  the  Baby  Week  campaign  has  given  new  impetus  to  its 
general  adoption. 


'S    3 


FIRST  STEPS 

The  decisive  first  steps  for  Baby  Week  were  taken  early  in  June, 
when  Mayor  Mitchel  appointed  the  Greater  New  York  Better  Baby 
Week  Committee,  after  a  conference  in  which  the  following  organiza- 
tions took  part,  at  his  request: 

Chamber  of  Commerce. 

The  Merchants'  Association. 

Advertising  Men's  League. 

Advisory  Council  of  the  Board  of  Health. 

New  York  Milk  Committee. 

Federation  of  Churches. 

Association  of  Catholic  Charities. 

New  York  Board  of  Jewish  Ministers. 

Federation  of  Women's  Clubs. 

New  York  City  Conference  on  Charities. 

The  personnel  of  this  conference  illustrates  how  broad  was  the 
interest  in  this  movement  from  the  very  outset. 

The  slogan  adopted  for  the  campaign  was:  "Better  Babies: 
Better  Mothers:  Better  City."  A  good  slogan  is  one  of  the 
most  important  features  of  such  a  movement. 

Official  headquarters  for  the  Committee  were  assigned  by  the 
Mayor  in  the  Municipal  Building,  the  office  of  which  was  temporarily 
equipped  with  furniture  from  other  city  departments.  A  paid  sec- 
retary was  put  in  charge  of  the  office. 

The  organization  of  the  Committee  was  as  follows: 

Honorary  President. 

President. 

Honorary  Vice-presidents. 

Vice-president. 

General  Committee  of  fifty  representatives  of  leading  civic  and  social 

organizations. 
Executive  Committee. 
Subcommittee  on  Publicity. 
Subcommittee  on  Meetings  and  Demonstration. 

7 


8  FIRST  STEPS 

Subcommittee  on  Baby  Sabbath. 
Subcommittee  on  Finance. 

Mayor  Mitchel  was  made  Honorary  President.  The  Honorary 
Vice-presidents  included  the  presidents  of  the  various  boroughs. 

Those  who  served  on  the  Executive  Committee  were  invited  to 
do  so  by  a  special  letter  sent  out  by  the  Mayor.  The  help  of  the  fifty 
members  on  the  General  Committee  was  enlisted  by  a  similar  com- 
munication from  the  Mayor's  office.  Every  one  of  the  366  organiza- 
tions in  the  city,  whose  work  either  partly  or  wholly  touches  infant 
welfare,  was  asked  to  join  the  campaign  through  a  special  letter  sent 
by  the  Executive  Committee. 


"It  says  here  in  the  announcement  for  baby  week  that  you  must  keep  the  bright  sun- 
light out  of  the  baby's  e^^es.     That'll  be  easy  for  us." 

Courtesy  Neiv  York  World. 


I'__^     I x  And  Don't  Stop  Thinking 

m     11         of  Me  After  This  Week 


Courtesy  New  York  Evening  Journal. 


THE  WEEK.  DAY  BY  DAY 

The  features  of  Baby  Week  are  given  in  some  detail  with  the  be- 
hef  that  they  will  illustrate  the  working  out  of  a  general  plan  that,  with 
modifications  to  fit  local  needs,  can  be  adopted  anywhere.  The  fol- 
lowing program  was  made  public  in  the  early  part  of  the  week  pre- 
ceding, and  all  organizations  and  citizens  were  asked  to  visit  the 
special  agencies  on  their  appointed  days. 

PROGRAM  OF  GREATER  NEW  YORK  BABY  WEEK 

June  20-26,  1914 

Watch  the  Newspapers  for  Further  Details 

Purpose  :  To  call  attention  to  needs  met  and  needs  not  met  in  making 

BETTER  BABIES:  BETTER  MOTHERS:  BETTER  CITY 

Saturday,  June  20. — Baby  Sabbath  to  be  observed  in  Jewish  Syna- 
gogues by  reading  of  Mayor's  letter  in  pulpits,  by  special  ser- 
mons and  other  exercises. 

Sunday,  June  21. — Baby  Sabbath  to  be  observed  as  above  in 
churches.     Illustrated  articles  in  Sunday  newspaper  supplements. 

MoNT)AY,  June  22. — ^Little  Mothers'  Day,  to  be  observed  in  the 
pubHc  and  parochial  schools  of  the  city  by  reading  of  a  letter 
from  the  Mayor  and  the  distribution  by  the  children  of  one  mil- 
lion pieces  of  educational  literature  to  mothers.  Examination  of 
babies  winning  prizes  in  contests  in  last  two  years  for  Grand  Prize 
of  Greater  New  York. 

Tuesday,  June  23. — Milk  Station  Day,  to  be  observed  as  "visiting 
day"  in  the  public  and  private  infant  milk  stations.  Delegations 
from  commercial  and  civic  organizations  will  visit  certain  stations 
in  official  automobiles. 

Wednesday,  June  24. — Hospital  and  Clinic  Day,  to  be  observed 
as  above  in  the  hospitals,  clinics  and  dispensaries. 

Thursday,  June  25. — Nursery  and  Demonstr.\tion  Day,  to  be  ob- 
served as  above  in  the  morning  at  all  institutions  sheltering  well 

9 


10  THE  WEEK,  DAY  BY  DAY 

babies,  such  as  day  nurseries,  temporary  shelters,  convalescent 
homes  and  asylums.  Grand  automobile  ride  for  mothers  and 
babies  in  the  afternoon.  Awarding  of  Grand  Prize  to  winner  of 
Better  Baby  Contest. 
Friday,  June  26. — Outing  Day,  free  ferry  rides  and  steamboat  ex- 
cursions for  mothers  and  babies,  special  music  in  parks,  recrea- 
tion piers  and  playgrounds. 

BABY  SABBATH 

Saturday  and  Sunday  of  Baby  Week  were  observed  in  all  syna- 
gogues and  chmrches  of  the  city  as  Baby  Sabbath.  A  special  letter 
from  the  Mayor  was  read  as  follows: 

CITY  OF  NEW  YORK 
Office  of  Mayor 
To  the  Clergy  of  New  York  City: 

The  week  of  June  20th  to  26th  has  been  set  apart  by 
a  committee  of  citizens  co-operating  with  the  Health  De- 
partment as  a  week  for  considering  the  needs  of  the  in- 
fants of  this  city.  It  has  been  suggested  that  the  clergy 
of  the  city  call  to  the  attention  of  their  congregations  the 
plans  of  the  committee  in  charge  of  this  excellent  under- 
taking. Their  purpose  is  to  fix  the  attention,  especially 
during  this  week,  of  the  whole  city  on  the  proper  care  of 
babies,  particularly  during  hot  weather,  in  order  to  fur- 
ther reduce  infant  mortality. 

It  is  hardly  necessary  for  me  to  say  that  this  program 
seems  particularly  fitting  for  the  churches'  support. 
Much  has  been  accomplished  within  the  last  few  years  in 
the  saving  and  protecting  of  child  life  in  New  York.  In 
order  that  we  may  progress  still  further  in  reducing  infant 
mortality  and  promoting  the  welfare  of  the  children  of 
the  city,  we  must  have  the  active  co-operation  of  all  citi- 
zens, and  especially  of  the  religious  and  civic  organiza- 
tions which  have  so  much  concern  for  the  city's  welfare. 
I  ask,  therefore,  that  you  bring  this  matter  to  the  atten- 
tion of  your  congregations,  urging  their  co-operation 
with  the  committee  in  charge. 

(Signed)  John  Purroy  Mitchel, 

June  17,  1914.  Mayor. 


GREATER  NEW  YORK  BABY  WEEK  11 

LITTLE  MOTHERS'  DAY 
Every  school  child  in  the  city  from  the  kindergarten  up  was  en- 
listed in  the  campaign  on  Little  Mothers'  Day.  Superintendent  Max- 
well requested  Public  School  principals  to  read  the  following  letter 
from  the  Mayor  to  the  children  in  all  assemblies  and  in  every  class- 
room in  the  city.  The  same  letter  was  also  read  in  every  parochial 
school: 

To  the  School  Children  of  New  York: 

Every  boy  and  girl  in  New  York  should  know  that 
the  week  of  June  20th  to  26th  has  been  set  apart  as  Baby 
Week.  In  that  time  an  effort  will  be  made  to  show,  by 
the  guidance  of  the  Department  of  Health,  and  the  as- 
sistance of  many  organizations  interested  in  the  welfare 
of  children  how  the  lives  of  thousands  of  babies  may  be 
saved  in  this  city. 

More  than  thirteen  thousand  babies  under  one  year 
of  age  died  in  New  York  city  last  year.  It  is  estimated 
that  nearly  half  of  them  woidd  be  alive  today  if  they  had 
received  proper  care,  and  if  necessary  precautions  had 
been  taken  during  the  summer  months. 

As  Honorary  President  of  the  organization  which  will 
direct  the  educational  and  other  activities  of  Baby  Week, 
I  ask  every  pupil  of  the  schools  in  this  city  to  help  in  this 
work.  As  future  citizens,  you  can  do  much  to  help  save 
the  lives  of  babies  in  this  city. 

Circulars  which  will  tell  you  what  should  be  done 
have  been  left  at  your  school.  If  you  will  take  them 
home  and  call  the  attention  of  your  parents  to  them,  you 
will  help  make  New  York  a  better  city. 

(Signed)         John  Purroy  Mitchel, 
June  12,  1914.  Mayor. 

In  addition,  the  following  "Pledge  to  the  Baby"  was  memorized 
and  recited  by  all  kindergarten  and  first  grade  classes: 

I  pledge  to  be  a  Baby's  friend 

And  everybody  tell 

Clean  air,  clean  clothing,  and  clean  food, 

He  needs  to  keep  him  well. 

The  "Little  Mothers"  were  the  center  of  interest  in  78  pubHc 
schools  of  the  city,  where  special  exercises  were  held.    The  "Little 


12  ^  THE  WEEK,  DAY  BY  DAY 

Mothers"  represent  one  of  the  most  hopeful  forces  in  the  city's  work 
for  future  Better  Mothers.  In  1909  Dr.  S.  Josephine  Baker,  Chief 
of  the  Bureau  of  Child  Hygiene  of  the  Department  of  Health,  saw 
that  the  httle  girls  who  "mind  the  baby  while  mother  is  out,"  could 
be  made  powerful  missionaries  in  saving  baby  lives.  Accordingly, 
Little  Mothers'  Leagues  have  been  organized  in  many  schools,  and 
during  the  last  month  of  every  school  year,  special  lectures  on  baby 
care  with  real,  Uve  models,  are  given  by  physicians  and  nurses  sup- 
plied by  the  Board  of  Health.  Then  the  little  girls  are  asked  to  vol- 
unteer as  aids  to  the  Health  Department,  and  those  who  join  are 
given  a  certificate  of  membership.  Weekly  meetings  of  each  league 
are  held  during  the  summer,  the  inspector  and  nurse  acting  as  honor- 
ar}'-  ofi&cers. 

Instruction  for  other  "Little  Mothers"  is  also  furnished  by  the 
Little  Mothers'  Aid  Association,  a  private  organization  maintaining 
several  "Home  Making  Circles"  in  several  parts  of  this  city. 


MILK  STATION  DAY 

The  story  of  the  Milk  Station's  part  in  the  reduction  of  the  infant 
death  rate  was  told  anew  on  Milk  Station  Day,  and  revitalized  by 
visits  of  delegations  of  citizens  and  officials  to  many  of  the  stations 
themselves.  There  the  visitors  could  see  the  "Mothers'  School"  in 
full  operation,  where  doctors  and  nurses  act  as  teachers  and  the  prob- 
lems are  little  squirming  bundles  in  the  pupils'  arms,  and  visitors 
learned  that  here,  as  in  the  best  of  schools,  the  real  work  has  to  be 
done  by  the  students  themselves — in  the  last  analysis  it  is  the  mother 
herself  who  must  save  her  baby. 

There  are  all  told  84  Milk  Stations  scattered  throughout  the  city 
in  districts  where  the  need  was  found,  by  a  block  canvass,  to  be  most 
acute.  Sixty- two  are  maintained  by  the  Board  of  Health  and  the  re- 
mainder are  run  by  six  different  private  agencies:  The  New  York 
Diet  Kitchen,  The  Nathan  Straus  Pasteurized  Milk  Laboratories, 
The  Babies'  Dairy,  The  Henry  Street  Settlement,  The  Good  Samaritan 
Dispensary,  and  The  Madison  Square  Church  House. 

In  addition  to  learning  what  the  Milk  Station  has  done  and  what 
it  may  do,  citizens  and  ofi&cials  on  Milk  Station  Day  inspected  the 
areas  of  the  city  where  more  Milk  Stations  are  needed,  and  special 
publicity  was  given  to  these  needs.     The  establishment  of  seven  new 


Experimental  Health  Center  of  the  New  York  Milk  Committee. 


GREATER  NEW  YORK  BABY  WEEK  13 

milk  stations  has  been  one  of  the  concrete  results  of  the  publicity  of 
this  day. 

Not  only  have  the  Milk  Stations  served  as  life  saving  stations, 
but  through  them  infant  welfare  workers  have  been  able  to  make 
many  important  experiments.  For  example,  the  New  York  Milk 
Committee  during  the  years  191 2-13,  working  in  large  measure 
through  the  municipal  Milk  Stations,  proved  conclusively  that  the 
death  rate  from  congenital  causes  can  be  greatly  reduced  by  special 
educational  work  with  expectant  mothers. 

The  ultimate  aim  of  this  demonstration  was  to  secure  the  general 
adoption  of  a  plan  of  systematic  education  of  expectant  mothers  as 
the  next  logical  step  in  the  development  of  infant  welfare  work. 

What  the  Milk  Stations  may  ultimately  be  expected  to  become 
is  demonstrated  by  the  Health  Center  now  being  maintained  by 
the  New  York  Milk  Committee  in  the  lower  West  Side  of  Manhattan. 
This  station  was  a  particular  feature  of  interest  on  Milk  Station  Day, 
Its  purpose  is  to  save  baby  lives  by  attention  to  the  health  needs  of 
the  whole  family.  "You  can't  have  well  babies  in  sick  families," 
a  visiting  official  of  Baby  Week  put  it. 


HOSPITAL  AND  CLINIC  DAY 

On  "Sick  Baby's  Day"  special  attention  was  given  to  the  needs 
of  baby  hospitals  and  cUnics  throughout  the  city.  Many  of  the  hos- 
pitals and  clinics  were  open  for  inspection,  and  another  delegation  of 
citizens  and  officials  was  sent  to  visit  these  centers.  It  was  found  that 
while  68  hospitals  in  Greater  New  York  have  provisions  for  babies 
and  while  there  are  2126  baby  beds  available  throughout  the  city, 
the  sick  baby's  needs  are  imperfectly  met.  For  example,  while 
Manhattan  has  1600  beds,  Brooklyn  has  only  271  beds  in  winter  and 
only  321  in  summer.  Other  boroughs  are  even  worse:  The  Bronx 
has  only  92  beds,  Queens  27,  and  Richmond  16! 

Another  particular  need  discovered  during  the  day  w^as  the  scar- 
city of  convalescent  homes  for  mothers  and  babies  open  the  year 
round.  This  need  is  realized  by  those  in  charge  of  sunmier  homes, 
but  they  are  not  able  to  obtain  sufficient  means  to  keep  them  open 
during  the  entire  year. 

One  feature  of  particular  interest,  which  was  emphasized,  was  the 
clearing-house   maintained   by   the  Babies'  Welfare  Association,  a 


14  THE  WEEK,  DAY  BY  DAY 

federation  of  public  and  private  agencies  working  for  infant  welfare 
in  New  York  city.  The  "New  York  Evening  Mail"  thus  well  de- 
scribes the  work: 

"Baby  Saving  is  a  business  built  on  an  efficiency  basis: 
take  the  matter  of  hospitals,  for  instance,  as  this  is  Hos- 
pital Day,  and  let  us  draw  a  timely  example  of  the  busi- 
ness-Uke  methods  applied  by  Baby  Savers. 
"  Suppose  a  visiting  nurse  in  her  rounds  finds  a  baby  who 
is  in  urgent  need  of  hospital  care.  Does  she  hurry  to  tele- 
phone the  nearest  hospital  only  to  find  that  they  have  no 
beds?  Then  does  she  try  another  and  another  until 
many  precious  hours  have  been  lost  and  perhaps  a  baby 
too? 

"A  year  or  two  ago  she  did  that,  but  now  she  telephones 
to  the  clearing-house,  that  is  to  say  the  Babies'  Welfare 
Association,  which  is  a  loose  federation  of  most  of  the 
baby  saving  agencies  in  New  York  city.  She  gets  Miss 
Mary  Arnold,  Assistant  Executive  Secretary  of  the 
Association,  on  the  wire  and  in  ten  minutes  her  baby  is 
placed  in  the  nearest  hospital  with  an  empty  bed.  Miss 
Arnold  keeps  in  touch  with  all  hospitals  belonging  to  the 
Association  and  she  knows  when  they  have  a  room  to 
spare." 

NURSERY  AND  DEMONSTRATION  DAY 

From  the  point  of  view  of  the  newspapers  and  the  general  public, 
this  was  the  "Day  of  Days"  of  the  Baby  Week  celebration.  The 
special  features,  of  course,  were  the  Baby  Parades  in  Manhattan, 
Brooklyn  and  Richmond,  and  the  awarding  of  the  grand  prizes  to  the 
better  mothers  and  babies  scoring  highest  in  the  special  contest. 

Only  those  babies  who  had  won  first  prizes  in  previous  Better 
Baby  Contests — 37  in  all — were  admitted  to  the  Baby  Week  Contest. 
"The  Evening  World"  gave  the  prize  money  and  special  publicity,  while 
a  committee  of  doctors  examined  the  babies.  The  educational  value 
of  such  contests,  both  to  the  mothers  and  the  general  public,  can 
scarcely  be  overestimated. 

A  new  twist  was  given  during  Baby  Week  to  the  Better  Baby 
Contests  which  have  been  held  in  the  city  during  the  past  year  and 
a  half.  Instead  of  scoring  babies  merely  on  their  physical  condition, 
babies  were  rated  60  per  cent,  on  their  health  and  40  per  cent,  on  home 
surroundings  and  mothers'   care.     The  certificates   of   award  were 


> 


GREATER  NEW  YORK  BABY  WEEK  15 

made  to  the  "Prize  winner  for  care  given  her  baby  resulting  in  its  ex- 
cellence in  physical  proportion,  muscular  development,  respiration, 
circulation,  digestion,  general  intelligence  and  self  control." 

The  nurse  called  upon  each  contestant  at  a  time  when  she  was 
least  expected  and  entered  on  her  score  card  certain  essential  facts 
as  to  the  baby's  history  and  home  conditions.  Then  each  mother 
was  given  an  oral  examination  to  determine  her  general  intelligence 
as  to  baby  care,  the  nurse  copying  her  answers  on  her  score  blank. 
This  paper  together  with  the  chart  showing  the  baby's  physical  con- 
dition was  rated  by  the  committee  of  physicians  in  charge. 

In  Manhattan  there  was  a  parade  of  the  prize-winning  babies 
and  their  mothers  in  Fire  Department  automobiles,  escorted  by  a 
thousand  picked  babies  from  all  over  the  city,  riding  with  their 
mothers  in  other  machines.  From  Washington  Square  they  rode 
proudly  up  Fifth  Avenue  stopping  long  enough  at  Fifty-ninth  Street 
at  the  entrance  of  Central  Park  for  the  awarding  of  the  Grand  Prizes 
by  Mayor  Mitchel  and  leading  ofi&cials  and  citizens  of  the  city. 
After  the  awarding  of  the  prizes  the  automobiles  took  their  precious 
burdens  up  through  the  park  and  back. 

In  Brooklyn  and  Richmond  smaller  but  none  the  less  enthusiastic 
parades  were  held  and  special  prizes  awarded.  A  marked  feature  of 
the  Brooklyn  Day  was  the  presentation  to  the  city  of  a  new  Milk 
Station  by  the  Luna  Park  Amusement  Company.  This  section  of 
the  city  was  in  urgent  need  of  such  work. 

Special  publicity  was  given  in  the  news  articles  as  to  the  Day 
Nursery  needs  of  the  city.  Among  the  new  developments  in  day 
nurseries  is  the  establishment  of  temporary  shelters  for  children  whose 
mothers  are  ill.  A  number  of  day  nurseries  are  keeping  babies  at 
night  as  well  as  during  the  day  and  the  need  of  more  such  agencies 
in  the  city  was  shown  to  be  very  urgent. 


OUTING  DAY 

Outing  and  education  went  hand  in  hand  on  Outing  Day  of  Baby 
Week  when  about  20,000  babies  and  their  mothers  were  taken  out  on 
the  river  and  bay  and  several  times  this  number  enjoyed  special 
privileges  upon  the  velvety  lawns  of  the  City  Parks  set  aside  for 
their  use  on  this  day  by  the  Park  Department.  Municipal  ferries, 
private  excursion  boats,  steamers  and  tugs  were  pressed  into  service. 


16  THE  WEEK,  DAY  BY  DAY 

On  every  boat  was  a  Department  of  Health  physician  and  a  nurse  for 
every  group  of  fifty  babies  and  mothers.  Boats  were  thus  converted 
into  floating  schools  and  informal  talks  were  given  all  day  long  to  the 
mothers  on  the  proper  care  of  babies.  Free  milk,  free  ice  and,  in 
some  instances,  free  lunches  were  furnished  the  excursion  parties  by 
business  firms  and  private  individuals. 

Pubhcity  was  also  given  on  Outing  Day  to  the  work  of  the  thirty- 
five  agencies  in  Greater  New  York  giving  country  vacations  to  mothers 
and  babies  during  the  summer  months.  The  needs  of  particular  so- 
cieties conducting  such  work  were  advertised  and  public  support  re- 
quested. 

In  the  afternoon  members  of  the  General  Committee  met  in  City 
Hall  at  the  request  of  Mayor  Mitchel,  and  received  his  acknowledg- 
ment of  the  work  done  during  Baby  Week. 


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HOW  THE  NEWS  WAS  SPREAD 

Every  approved  method  of  advertising  was  used  and,  in  addition, 
the  mightiest  organ  of  all — the  public  press — was  enlisted  in  the  cam- 
paign.   The  following  represents  the  chief  methods  of  publicity : 

Special  stories  in  the  newspapers  in  the  week  pre- 
ceding Baby  Week. 

Daily  display  stories  every  day  of  Baby  Week. 
Copy  supplied  to  all  the  leading  dailies  and  the  200 
smaller  local  and  foreign  papers  in  New  York  city. 

Special  letter  sent  to  50  special  writers,  cartoonists, 
editorial  writers,  etc.,  enclosing  material  and  suggestions. 

Large  illimiinated  and  non-illuminated  signs  on 
Broadway  and  other  principal  thoroughfares. 

Slides  exhibited  "between  films"  in  800  moving 
picture  houses  of  the  city,  courtesy  of  the  Motion  Pic- 
ture Exhibitors  Association. 

Large  billboard  posters  displayed  in  Manhattan, 
Brooklyn  and  the  Bronx. 

Subway  and  elevated  stations,  posters  in  Manhat- 
tan, Bronx  and  Brooklyn. 

Window  cards  and  streamers  displayed  in  depart- 
ment stores,  hotels,  settlements,  and  milk  stations. 

One  million  pieces  of  educational  literature  were  dis- 
tributed through  the  school  children  and  insurance  com- 
panies. 

Twenty-five  thousand  educational  slips  regarding  the 
proper  clothing  for  babies  in  summer  inserted  by  leading 
department  stores  in  all  packages  containing  infant 
wear. 

Ten  thousand  slips  relative  to  the  care  of  baby's  bottle 
and  nipples  inserted  in  drug  store  packages. 

One  hundred  thousand  tags  for  milk  bottles,  "wired" 
by  the  Camp  Fire  and  High  School  Girls  and  finally  dis- 
tributed by  milk  dealers  to  their  patrons. 

Five  hundred  car  "ads"  displayed  on  three  im- 
portant surface  lines  of  the  city. 

Special  letter  sent  to  all  leading  department  stores, 
large  advertisers  and  makers  of  baby  specialties.  Re- 
sponse was  immediate  as  reflected  by  the  special  baby 
advertising  by  many  large  firms. 

17 


HOW  THE  NEWSPAPERS  HELPED 

The  Committee  placed  its  chief  reliance  for  publicity  upon  the 
newspapers  of  the  city.  Seven  days  before  Baby  Week  began  the 
following  letter  was  addressed  to  the  editor  of  every  paper,  large  and 
small,  in  Greater  New  York: 

City  Editor: 

Enclosed  please  find  the  first  announcement  of 
Mayor  Mitchel's  Greater  New  York  Baby  Week,  which 
is  scheduled  to  run  June  20th  to  26th. 

Everybody  in  town  is  being  pressed  into  service,  but 
of  course  our  main  reliance  for  city  wide  publicity  is  the 
public  press.  Our  signs  and  posters  will  announce  that 
Baby  Week  is  coming,  but  will  give  no  details  of  coming 
events  beyond  the  fact  that  The  Newspapers  Tell 
The  Story. 

This  office  is  equipped  with  a  publicity  agent  and  full 
details  as  to  the  events  scheduled  to  take  place  during 
Baby  Week.  We  will  be  glad  to  see  your  department 
man  every  morning  and  we  are  planning  to  send  you  in 
advance  the  story  of  each  day's  program  and  all  other 
information  relating  to  the  day's  special  features.  We 
have  plenty  of  photographs  and  additional  material 
which  we  are  glad  to  place  at  your  service. 

May  we  count  upon  you? 

Very  sincerely  yours, 

(Signed)        Agnes  de  Lima, 
Secretary  Publicity  Committee, 
Mayor's  Baby  Week  Commission. 

And  the  newspapers  did  tell  the  story.  Probably  no  other  social 
movement  with  only  a  v/eek's  preparation  has  ever  had  so  much  and 
such  helpful  publicity.  It  is  estimated  that  the  230  papers,  large 
and  small,  dailies  and  weeklies  in  New  York,  devoted  nearly  1500 
colimins  of  space  to  Baby  Week  news  and  Baby  Week  lessons.  Sev- 
eral of  the  large  dailies  gave  as  much  as  thirty  columns  during  the  eight 
days  of  greatest  publicity.  The  chairman  of  the  Publicity  Committee 
was  a  prominent  member  of  the  Advertising  Men's  League.  On  the 
Committee  also  were  representatives  of  the  press,  special  well-known 

18 


THE     BVENIKG     WORLD,     MONDAY,    JUNE     29 


How  the  Lives  of  $9,  OOP,  OOP  Worth  of  Babies 
Can  Be  Saved  in  New  York  This  Summer 


Contribute  the  Money  Neces- 
sary to  Provide  More  Day 
Nurseries,  More  Milk  Sta- 
tions and  Shelters,  and  to 
Enable  the  Babies'  Wel- 
fare Association  to  Do  the 
\A^ork  It  Aims  to  Do. 


Locking  Him  Out 


Courtesy  New  York  Evening  Journal. 


GREATER  NEW  YORK  BABY  WEEK  19 

writers  who  furnished  display  articles  for  their  respective  papers.  One 
method  which  proved  successful  in  securing  newspaper  space  for  spe- 
cial stories  was  the  giving  out  to  each  paper  of  different  material  from 
that  furnished  any  other;  and  in  the  case  of  neighborhood  papers 
making  the  articles  applicable  to  local  conditions.  The  personal  in- 
terest taken  by  these  local  editors  was  shown  by  many  letters  written 
by  these  editors  to  the  Executive  Committee.  The  following  extracts 
are  typical: 

"We  are  very  enthusiastic  about  Baby  Week  and  in  the  paper,  as 
well  as  locally  by  lectures,  we  are  encouraging  our  people  to  join  this 
noble  venture  of  the  city." 

— "Vienybe  Lietuvninku, "  Lithuanian,  July  7,  1914. 

"We  in  this  office  are  proud  of  the  results  accomplished  by  the 
movement.  We  shall  always  be  ready  to  aid  in  any  future  campaign 
along  similar  lines." 

—"North  Side  News,"  July  7,  1914. 

The  cartoons  and  photographs  indicate  to  some  degree  the  co- 
operation given  by  the  press  as  do  the  following  editorial  extracts: 


EXCERPTS  FROM  EDITORIALS 

"The  success  achieved  in  the  past  by  various  societies  organized  for  the  pre- 
vention of  infant  mortahty  and  disease  has  been  so  notable  that  the  pubhc  generally 
is  likely  to  regard  the  activities  of  Baby  Week  with  more  attention  and  more  favor 
than  are  usually  granted  to  similar  spectacular  movements.  The  record  of 
work  done  attests  not  only  the  worth  of  the  service  but  the  right  of 
the  workers  to  ask  further  help,  public  and  private. 

"According  to  figures  given  out  by  the  Board  of  Health,  the  infant  death  rate 
of  the  city  in  1904  was  162  for  every  1,000  within  the  first  year  after  birth.  Last 
year  the  rate  was  only  102.  This  represents  the  saving  of  the  lives  of  upward  of 
8,000  babies  within  a  single  twelvemonth. 

"The  object  of  all  the  activities  of  Baby  Week  will  be  to  make  a  veritable 
campaign  of  education  concerning  infant  Hfe  and  its  needs.  Saturday  and  yester- 
day were  set  apart  for  church  services  to  present  the  issue  clearly  to  the  church- 
going  people.  For  the  rest  of  the  week  there  will  be  lessons  in  the  care  of  babies, 
demonstrations  of  various  means  of  providing  for  their  health  and  recreation,  boat 
rides  and  automobile  rides  for  the  poor  and  their  mothers,  and  the  inevitable  baby 
contests,  with  prizes  for  the  most  perfect. 

"The  cause  is  a  good  one.  None  better  engages  the  attention  of 
any  class  of  our  people.  If  anybody  deserves  a  week's  notice,  the  New  York 
Baby  does.     Let  him  have  it  for  aU  he  is  worth." 

— "New  York  World,"  June  22,  1914. 


20  HOW  THE  NEWSPAPERS  HELPED 

"Every  city  in  the  land  should  have  a  similar  campaign.  Thou- 
sands of  small  lives  are  sacrificed  every  year  that  could  be  saved  were  it  not 
for  the  ignorance  of  those  to  whom  they  are  entrusted.  .  .  .  Education 
rather  than  charity  is  needed  in  the  congested  districts  of  Hartford  and  every  other 
city."  — "Hartford  Times,"  Jime  15,  1914. 

"  All  will  join  in  recognizing  the  urgency  in  the  economy  of  baby 
life  which  the  Babies'  Welfare  Association  points  out.     It  is  not  the 

economy  of  money  that  counts,  though  $9,000,000  is  well  worth  saving,  even 
theoretically;  the  great  thing  is  the  saving  in  tears  and  heartbreak,  the  conserva- 
tion of  hope  and  light  of  life.  And  what  hope  it  is— not  in  the  narrow  circle 
alone,  but  in  the  widest  sense.  Any  tiny  flickering  spirit  that  is  saved  may 
be  the  savior  of  his  generation,  the  inspiration  of  humanity  in  the 
coming  day." 

— "New  York  Sun,"  June  30,  1914. 

"Babies'  and  Mothers'  Week  in  Greater  New  York  comes  to  a  close  with  the 
city  convinced  of  its  success  and  enthusiastically  determined  to  hold  another  next 
year.  Meanwhile  education  should  go  on  with  its  work.  Each  and 
every  week  can  help  to  make  Better  Babies  and  Better  Mothers." 

— "New  York  Evening  World,"  June  27,  1914. 

"Baby  Week  is  not  only  a  most  efficient  conservation  of  precious 
property,  it  is,  if  properly  taken,  a  rare  creator  of  good  will  and  good, 
warm  human  affection  for  one's  fellow  beings,  old  and  young.     Are 

you  taking  it  properly — which  is  to  say,  are  you  doing  your  share  to  help  the 
city's  children,  some  of  them,  that  is,  to  health  and  happiness?" 

— "Tribune,"  Jime  26,  1914. 

"We  have  had  'Holy  Week'  for  a  long  time,  but  I  believe  this  is  the  first  time 
we  have  had  'Baby  Week.'  Which  is  the  holier?  Let  every  man  decide  in  his  own 
way;  but  a  mighty  miiltitude  will  answer:  '  Baby  Week  comes  mighty  near 
being  as  holy  as  anything  can  well  be  in  this  world.*  .  .  A  glorious 
omen  is  this  Baby  Week.  There  is  a  golden  prophecy  in  the  bare  fact  that  it  was 
thought  of  much  less  established.  ...  All  Hail,  Baby  Week !  Let  every  one 
work  for  it  to  make  it  a  grand  success.  And  by  all  means  keep  it  up.  Instead 
of  forgetting  it,  let  this  first  Baby  Week  be  the  beginning  of  a  long  and 
glorious  series  of  Baby  Weeks,  which  shall  result  in  untold  good  to 
Greater  New  York  and  to  the  whole  world." 
— Special  editorial  in  "  New  York  Journal,"  by  Rev  .Thomas  S.Gregory,  June  24, 19 14. 

"Infant  Mortality  is  recognized  nowadays  as  something  to  be  dreaded  and 
fought  persistently.  These  seven  days  of  lectures  and  prize  baby  contests,  of 
clinics,  picnics  and  outings,  should  be  valuable  in  two  ways:  by  giving  city-bound 
babies  and  their  mothers  an  imusual  chance  to  get  fresh  milk  and  fresh  air  and  by 
spreading  broadcast,  in  popular  form  as  it  has  never  done  before,  information  re- 
garding the  care  of  infants.  It  ought  to  have  an  effect  lasting  the  year 
round,  just  as  the  city's  clean-up  week  has  proved  to  have." 

— "Tribune,"  June  21,  1914. 


BABIES'    WEEK. 


Courtesy  New  York  Tribune. 


The  Hope  of  the  Nation 


Courtesy  New  York  American. 


GREATER  NEW  YORK  BABY  WEEK  21 

"One  Better  Baby  Week  every  twelfthmonth  is  better  than  none  at  all. 
However,  we  really  ought  to  have  fifty-two  Better  Baby  Weeks  a  year. 
It  would  be  one  of  the  best  things  that  could  happen  to  New  York." 

— "New  York  Globe,"  June  20,  1914. 
"The  opening  tomorrow  of  New  York  City's  campaign  for  'Better 
Babies'  deserves  attention  in  all  quarters.  Every  resident  of 

New  York  should  come  out  of  the  campaign  knowing  something  definite  that  will 
make  child  life  healthier  and  happier,  and  resolved  to  see  something  done,  how- 
ever small  it  may  seem  to  be,  to  bring  this  purpose  to  fulfilment." 

— "New  York  Herald,"  June  20,  1914. 
"The  sentimentalists  and  the  efficiency  economists  can  shake  hands  over  the 
Greater  New  York  Baby  Week  to  begin  June  20.  .  .  .  By  such  active  dissemi- 
nation of  good  health  doctrine  the  rate  of  infant  mortality  has  been  reduced  in  six 
years  from  144  to  102  per  1,000  births.  If  there  is  anything  of  which  the 
city  has  a  right  to  feel  prouder  we  do  not  know  what  it  is." 

— "New  York  Tribune,"  June  16,  1914. 

"The  real  significance  of  'Babies'  Week'  which  ended  with  the  big  Brooklyn 
outing  at  Coney  Island,  lay  in  the  remark  of  Health  Commissioner  Goldwater  in 
accepting  the  Luna  Park  MiUc  Station  for  the  city.  He  said  that  that  gift  was 
typical  of  the  interest  shown  in  the  work  for  children  in  many  parts  of  the  city  and 
that  never  before  had  the  Health  Department  received  any  such 
effective  co-operation  from  citizens  as  this  year." 

— "Brooklyn  Eagle,"  June  27,  1914. 

"It  does  the  soul  of  an  optimist  good  to  read  what  went  on  in  the  Milk  Stations 
ail  over  this  great  city  yesterday  and  what  will  be  done  in  the  hospitals  and 
dispensaries  today  for  the  health  of  babies  and  sick  children.  .  .  .  This 
observance  of  Baby  Week  at  the  beginning  of  the  hot  season  puts 
emphasis  at  the  right  time  upon  some  of  the  most  needed  work  which 
the  city  is  doing,  and  work  that  it  is  doing  well." 

— "Brooklyn  Eagle,"  June  24,  1914. 

"The  whole  move  is  in  accordance  with  the  wise  policy  of  pre- 
vention being  the  better  cure.  .  The  best  outcome  of  the  week  in 
New  York  will  lie  in  the  arousing  of  public  interest.  That  need  not  be  delayed 
for  the  formality  of  a  Baby  Week  in  New  York.  Wherever  there  is  a  baby  some- 
body should  be  seeing  that  it  is  getting  the  right  kind  of  care." 

— New  Bedford,  Mass.,  "Standard,"  June  26,  1914. 

"Something  that  ought  to  convince  itself  to  every  person  in  that  Greater 
City  is  the  educational  campaign  the  coming  week  to  reduce  the  infant  mortality 
in  New  York.  Many  other  cities  would  do  well  to  inaugurate  such  a 
campaign  as  this  as  inestimable  good  would  result  from  it." 

— Taunton,  Mass.,  "Herald  News,"  June  23,  1914. 

"No  city  could  wish  publicity  of  a  better  kind  than  that  which 
surely  will  attend  the  Better  Baby  Week    just  opened.      ...     In 

advance  it  may  unhesitatingly  be  said  that  New  York  Better  Baby  Week  steered 
by  a  Better  Baby  Commission  will  be  a  big  success." 

— "Newark  News,"  June  23,  1914- 


HOW  THE  BUSINESS  MEN  HELPED 

The  real  pvirpose  of  Baby  Week  was  to  enlist  the  support  of  two 
doughty  allies: 

1.  The  business  men  of  the  city  whose  moral  and  financial  support  is 

absolutely  necessary  if  infant  welfare  work  is  to  be  continued 
upon  any  extensive  basis. 

2.  The  mothers  of  the  city  who  in  the  last  analysis  must  do  the  actual 

work  of  baby  saving. 
Business  men  were  represented  by  several  of  the  leading  business 
and  civic  organizations  of  the  city,  such  as: 

Chamber  of  Commerce. 

The  Merchants'  Association. 

Advertising  Men's  League. 

Allied  Board  of  Trade  and  Taxpayers'  Association. 

New  York  Board  of  Trade  and  Transportation. 

Greater  New  York  Taxpayers'  Conference. 

Queens  County  Board  of  Trade. 

Long  Island  City  Business  Men's  Association. 

Everjrwhere  it  was  made  plain  that  a  low  infant  death  rate  is  a  dis- 
tinct asset  to  any  community,  and  business  men  were  asked  to  help 
make  New  York  the  safest  city  in  the  country  for  a  baby  to  be  born 
in. 

Early  in  the  week  a  special  letter  was  sent  to  all  the  leading  de- 
partment stores,  large  advertisers  and  makers  of  baby  specialties,  as 
follows: 

Dear  Sir: 

The  week  of  June  20th  has  been  set  aside  by  Mayor 
Mitchel,  as  already  announced  by  the  press,  as  Baby 
Week,  when  a  concerted  movement  will  be  made  through- 
out the  Greater  City  to  instruct  mothers  how  to  care  for 
their  babies  and  to  stimulate  public  interest  in  this  great 
cause. 

The  slogan  of  the  movement  is:  ''Better  Babies: 
Better  Mothers:  Better  City." 

The  newspapers  will  give  the  movement  their  hearti- 
22 


Greater  New  York  BABY  WEEK 


BETTER    BABIES 


JUNE   20-26,  1914 
BETTER    MOTHERS 


BETTER  CITY 


CLEAN-UP  WEEK  was  to  inake  your  luom;  ^urro^llldblgH  a  better  place  for  your  baby  to  live  in. 
BABY  WEEK  is  to  arouse  in  every  one  agre:iler  inter.t!st  in  the  work  of  saving  New  York's  babies. 

TtilNGS    EVERY    MOTHER    SHOULD    DO 


Nurse  her  own  baby,  unless  the  doctor  advises  otherwise. 

Avoid  weaning  the  baby  during  the  hot  weather. 

Use  only  Grade  A  bottled  milk,  prepared  under  the 

doctor's  direction,  if  unable  to  nurse  the  baby. 
Keep  the  baby's  milk  on  ice,  and  in  a  clean  place, 

until  ready  for  feeding. 
Give  the  baby  plenty  of  clean,  cool  water  to  drink. 
Keep  everything  out  of  the- baby's  mouth  but  its  food. 
Keep  the  baby's  bottle  clean  by  washing  it  in  bailing 

water  before  using. 
Protect  the  home  and  babies  from  flies. 


Keep  the  baby  in  the  fresh  air. 

Keep  the   baby  clean  and  on  hot  days   t,''ve  it  cdd 

sponge  bathe. 
Dress  the  baby  in  light,  loose  clothing. 
Keep  the  baby  in  a  quiet  place,  and  away  from  excit 

ment. 
Have  the  baby  sleep  alone. 
Keep  the  bright  sunlight  out  of  baby's  eyes. 
Have  the  baby  weighed  every  week. 
Send  for  a  doctor  at  once  if  the  baby  shows  any  sign 

of  sickness. 


1914  ,26-20  ^:r 


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SETTIMANA    DEI     BAMBINI 

GIUGNO    20-26,    1914 

MIGLIORI   BIMBI,   MIGLIORI  MAORI.  MIGLIORI  CITTA 

U  setiimana  di  pulizia  generals  della  Citii  ama  per  scopo  di  rendera  Tambienfe  della  rostra  casa  piil  favorevole  alia  vita  del  vostri  bambini. 
La  settimana  dei  bambini  I  inlesa  al  line  di  eccitare  nel  pubblico  un  piii  vivo  interesse  all'opera  di  priservazlone  del  bambini  di  Niw  Toric. 

QUELLO     CHE    OGNI     MADRE     DOVREBBE     COMPIERE 


Allattare  11  proprio  bambino  a  meno  che  il  medico  non 

sia  di  parere  contrario : 
Non  svezzare  il  bambino  durante  la  stagione  calda: 
Se  incapace  d'allattare  essa  stessa  il  figlio,  usare  -oltanto 

latte  in  bottiglia  del  Grado  A,  preparato  secondo  le 

prescrizioni  del  medico: 
Mantenere  in  ghiuccio  ed  in  luogo  pulito  il  latte  desti- 

nato  al  bambino  sino  al'  momento  della  nutrizione: 
Far  here  al  bambino  acqua  pura  e  fresca  in  quantita 

abbondante : 
Impedire  I'introduzione  nella  bocca  del   bambino  di 

qualsiasi  oggetto  estraneo  all'infuori  dei  cibi: 
Mantenere   pulita  la  Ijottiglia   mediante   lavaggio   in 

acqua  c.ilda  prima  dell'uso: 


Preservare  la  casa  e  i  bambini  dalle  mosche : 

Far  respirare  al  bambino  aria  pura: 

Mantenere  pulito  il   corpo  del   bambino  e  nei  giotn 

caldi  lavarlo  con  spugna  imbevuta  in  acqua  fredda 
Fare  indossare  al  bambino  indumenti,  leggeri  e  non 

aderenti  al  corpo : 
Tenere  il  bambino  in  luogo  tranquillo  ed  evitargli  ogni 

commozione : 
Farlo  dormire  in  letto  solo: 

Evitare  agli  occhi  del  fanciullo  i  taggi  diretti  di  sole 
Pesare  il  bambino  ogni  settimana: 
Chiamate  subito  il  medico  appena  il  bambino  mostra 

indi/i  di  malattia. 

3038,  '14.  l.OOO.OOn  'f) 


One  Million  of  the  Above  Circular  were  Distributed  during  Baby  Week. 


GREATER  NEW  YORK  BABY  WEEK  23 

est  support.  In  our  posters  and  placards  we  say:  "The 
Newspapers  Tell  the  Story."  This  means  that  papers 
will  be  read  with  unusual  care  by  the  pubUc  in  general, 
especially  such  matter  which  leads  ofiE  with  mention  of 
Baby  Week. 

A  million  Baby  Week  leaflets  will  be  distributed  by 
school  children. 

Motion  picture  houses  and  producers  are  co-operat- 
ing. 

Billboard  space,  illuminated  streets  signs  both  in 
Manhattan  and  in  Brooklyn,  as  well  as  poster  space 
in  the  elevated  and  subway  stations,  have  all  been  do- 
nated by  different  firms  interested  in  the  cause. 

The  churches  and  synagogues  of  the  city  are  to  give 
their  endorsement  on  Baby  Sabbath,  June  20-21. 

We  trust  that  you  will  see  the  opportunity  to  take 
note  of  this  great  awakening  campaign  in  your  adver- 
tising. 

There  will  be  special  features  for  each  day  in  the  week 
— Monday,  Little  Mothers'  Day;  Tuesday,  Milk  Station 
Day;  Wednesday,  Hospital  and  Clinic  Day;  Thursday, 
Demonstration  Day  and  Nursery  Day,  including  a  grand 
automobile  outing  of  mothers  and  babies  in  all  boroughs 
with  special  addresses  and  exercises  in  the  park,  to  be 
featured  by  the  "Movies";  Friday,  June  26th,  Park 
and  Outing  Day. 

When  you  realize  that  "more  than  10,000  babies 
under  two  years  of  age  in  Greater  New  York  who  are 
healthy  will  be  dead  before  the  close  of  the  year,  largely 
from  preventable  causes,"  you  will  realize  that  this 
movement  is  tremendously  economic  as  well  as  human- 
itarian. 

Very  truly  yours, 
(Signed)        'M.  M.  Gillam, 

Chairman,  Publicity  Committee. 

In  addition  department  stores  were  asked  to  distribute  to  their 
women  patrons  special  educational  slips  in  all  packages  containing 
infant  wear. 

The  response  was  immediate.  Special  Baby  Week  advertising 
was  run  by  twenty  concerns.  Many  of  the  department  stores  offered 
special  Baby  Week  attractions.  One  Brooklyn  concern  gave  a  course 
of  lectures  during  the  week.  A  Harlem  department  store  had  a 
trained  nurse  in  their  infant  department  and  a  special  Baby  Week 
window.     Another  store  exhibited  a  model  Milk  Station  in  their  win- 


24  HOW  THE  BUSINESS  MEN  HELPED 

dow,  and  the  leading  department  stores  and  drug  stores  distributed 
educational  literature  in  all  packages  containing  infant  supplies. 

At  the  end  of  the  week  one  of  the  advertising  men  on  a  leading 
daily  said:  "Advertisers  everywhere  are  falling  in  line.  IVIany  of 
those  who  held  back  and  expressed  skepticism  are  sorry  now  that  they 
did  not  take  advantage  of  this  tremendous  opportunity." 

To  the  business  firms  of  the  city  must  be  attributed  no  small 
credit  for  the  week's  success.  Hundreds  of  dollars'  worth  of  printing 
and  free  advertising  including  large  billboard  posters  and  iEimiinated 
signs  were  donated  by  concerns,  large  and  small. 

At  the  end  of  the  week  letters  of  acknowledgment  were  sent  to 
over  loo  concerns  who  had  donated  their  services.  Not  only  did  the 
ready  and  generous  co-operation  of  the  business  men  attest  to  the 
very  real  demand  there  is  throughout  the  city  for  Better  Babies,  but 
every  donor  meant  an  added  baby's  friend. 


HOW  PRIVATE  ORGANIZATIONS  HELPED 

While  it  is  true  that  without  the  help  of  the  newspapers  and  the 
business  men  there  could  have  been  no  Baby  Week,  it  is  equally  true 
that  this  campaign  would  have  been  a  failure  had  not  the  private 
social  service  agencies,  particularly  those  doing  infant  welfare  work, 
responded  unanimously  to  the  Mayor's  appeal  and  borne  a  large  share 
of  the  actual  work.  Representatives  of  the  leading  organizations  of 
this  class  served  actively  on  all  the  committees  and  several  organiza- 
tions gave  the  time  of  members  of  their  staffs  to  the  detail  work. 
Some  of  these  societies  even  advanced  money  for  immediate  expenses 
pending  the  action  of  the  Mayor's  Finance  Committee. 

Through  the  Central  Office  of  The  Babies'  Welfare  Association, 
which  is  a  clearing-house  federation  of  the  infant  welfare  agencies  of 
the  city,  a  survey  of  the  needs  of  the  private  field  was  obtained  and 
used  as  the  basis  of  publicity  during  the  week.  The  entire  time  of  the 
Central  Office  force  of  this  Association  was  devoted  to  the  work  of 
Baby  Week.  Many  of  the  private  agencies,  at  the  suggestion  of  the 
Mayor's  Committee,  added  to  the  general  publicity  by  sending  out 
special  appeals  for  funds  during  the  week.  In  turn  these  agencies 
benefited  by  the  week's  publicity  both  directly  and  indirectly.  Each 
agency  opened  its  doors  to  the  visiting  committees  on  the  special  day 
on  which  its  work  was  featured.  Special  exercises  were  also  held  by 
many  societies. 

Altogether  the  campaign  resulted  in  a  spirit  of  close  co-operation 
among  the  private  agencies  and  between  those  agencies  and  the  city 
departments. 


25 


HOW  THE  CITY  DEPARTMENTS  HELPED 

In  the  last  analysis  any  thoroughly  successful  Baby  Week  cam- 
paign must  find  in  the  city  government  leadership  and  moral  support. 
It  is  a  municipal  movement  and  must  be  recognized  as  such.  New 
York  recognized  this  in  looking  to  the  Mayor  for  the  initiation  of  the 
movement. 

Once  the  Mayor  had  organized  the  Baby  Week  Committee,  how- 
ever, and  provided  its  headquarters,  the  brunt  of  the  official  side  of 
the  work  fell  upon  the  Health  Department.  The  Health  Commis- 
sioner, as  first  Honorary  Vice-president,  presided  at  the  organization 
meeting  of  the  Executive  Committee,  and  offered  the  services  of  such 
members  of  his  staff  as  were  needed.  During  the  period  of  preparation 
and  the  week  itself  the  Deputy  Health  Commissioner,  the  chiefs  of 
the  Divisions  of  Child  Hygiene  and  Public  Health,  the  borough  chiefs 
of  the  Division  of  Child  Hygiene  and  many  subordinates  gave  most  of 
their  time  to  aiding  in  organizing  the  campaign  in  the  various  parts 
of  the  city  and  directing  the  carrying  out  of  many  features  of  the  pro- 
gram. A  large  part  of  the  expense  of  printing  posters  and  dodgers 
was  borne  by  the  Health  Department. 

But  while  the  Health  Department  is  naturally  most  concerned  in  a 
movement  of  this  kind,  there  are  several  other  branches  of  the  city 
government  which  can  properly  be  co-ordinated.  Such  official  co- 
operation was  heartily  accorded  in  New  York  during  Baby  Week. 

The  Board  of  Education  allowed  the  distribution  of  educational 
literature  through  the  schools  and  granted  the  use  of  many  of  the 
buildings  for  special  mothers'  meetings  during  the  week. 

The  Park  Department  removed  park  lawn  restrictions  for  the 
benefit  of  mothers  and  babies  on  Outing  Day. 

The  Police  Department  officered  the  Baby  Parade  and  the  day 
excursions. 

The  Department  of  Docks  and  Ferries  gave  free  use  of  the  ferries 
to  mothers  and  babies  between  certain  hours  each  day  during  Baby 
Week  and  gave  dock  facilities  for  the  water  excursions. " 

The  Tenement  House  Department  gave  the  use  of  its  inspectors 
to  distribute  literature. 

Nearly  all  the  departments  donated  the  use  of  their  city  auto- 
mobiles for  the  Baby  Parade. 


26 


THE  COST 

After  reading  the  elaborate  details  of  the  Baby  Week  celebration, 
as  carried  on  in  New  York  City,  the  natural  inference  would  be  that 
the  cost  must  have  been  enormous.  It  is  surprising  to  note,  therefore, 
that  the  actual  cash  outlay  of  the  Baby  Week  Committee  was  only 
about  $650.  This  expense  was  assumed  by  a  Finance  Committee 
composed  of  three  prominent  business  men  appointed  by  the  Mayor. 

It  is  estimated  that  an  advertising  campaign  of  this  scope  con- 
ducted on  a  purely  commercial  basis  would  have  cost  not  less  than 
$200,000.  This  does  not  take  into  account  the  buses,  automobiles, 
steamboats,  and  other  free  contributions.  The  Baby  Week  Com- 
mittee, in  its  appeal  to  business  men,  sought  to  place  these  contribu- 
tions in  the  Hght  of  an  investment  rather  than  of  a  donation — an 
investment  which,  by  advertising  and  promoting  the  public  health  of 
the  community,  could  not  fail  to  react  in  favor  of  the  community's 
business.  The  prompt  response  of  the  business  men  proves  that  they 
regarded  their  share  in  the  week's  work  in  this  practical  light.  The 
success  of  Baby  Week  is  a  striking  demonstration  of  what  can  be  ac- 
complished when  the  social  forces  and  the  business  interests  of  a  city 
are  allied  for  the  common  good. 


27 


PUBLICATIONS 

*  First  Annual  Report  of  the  New  York  Milk  Committee,  1907. 

*  Second  Annual  Report  of  the  New  York  Milk  Committee, 

1908. 

*  Third  Annual  Report  of  the  New  York  Milk  Committee,  1909. 

*  Fourth  Annual  Report  of  the  New  York  Milk  Committee, 

1910. 
Fifth  Annual  Report  of  the  New  York  Milk  Committee,  1911. 
Sixth  Annual  Report  of  the  New  York  Milk  Committee,  191 2. 
Seventh  Annual  Report  of  the  New  York  Milk  Committee, 

1913- 

*  Bovine  Tuberculosis  in  New  York  State.     1907. 

*  How  TO  Establish  and  Maintain  Infants'  Milk  Depots.     1908. 

*  Infants'  Milk  Depots  and  Their  Relation  to  Infant  Mortal- 

ity.    1909. 
Proceedings  Conference  on  Milk  Problems. 

Under  the  auspices  of  the  New  York  Milk  Committee,  at  New 
York  City,  Dec.  2d  and  3d,  1910. 
*Milk:  Its  Value  and  Care  in  the  Home.     1911. 

*  Diet  Lists  for  Children.  1911. 
Infant  Mortality  and  Milk  Stations. 

Special  report  dealing  with  the  problem  of  reducing  infant  mor- 
tality. Work  carried  on  in  ten  largest  cities  of  the  United  States 
together  with  details  of  a  demonstration  by  public  and  private 
agencies  in  New  York  City  during  19 11  to  determine  the  value 
of  milk  station  work  as  a  practical  means  of  reducing  infant 
mortality.  191 2. 
Report  of  the  National  Commission  on  Milk  Standards  Ap- 
pointed BY  the  New  York  Milk  Committee. 
A  summary  of  the  recommendations  agreed  upon  by  the  com- 
mission after  an  exhaustive  study  of  every  phase  of  the  milk 
problem.  Published  and  circulated  by  the  U.  S.  Public  Health 
and  Marine  Hospital  Service,  Washington,  D.  C.  Original  re- 
port published  May,  191 2,  and  revised  edition  August,  19 13. 

IN  PREPARATION 

Report  on  Prenatal  Experiment. 

A  comprehensive  report  of  a  demonstration  conducted  by  the 
New  York  Milk  Committee  to  determine  the  value  of  instruction 
of  expectant  mothers  as  a  means  of  reducing  infant  mortality. 

Report  on  Health  Center  Experiment. 

Conducted  by  the  New  York  Milk  Committee  to  demonstrate 
that  the  milk  station  should  be  developed  into  an  agency  for 
dealing  with  the  health  of  the  entire  family. 
*Out  of  print. 


>».* 


:>■•> 


COURTESY    NEW    YORK     PRESS    CO. 


I've  had  a  Bully  Time! 


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